Illuminated product display fixture for edge lighting displayed articles

ABSTRACT

An illuminated product display fixture having a plurality of upright, preformed, removable and interchangeable modules of translucent, synthetic resin material each presenting upright, transversely extending, inclined, vertically staggered rows of article-receiving pockets serving to enhance the edge lighting effects of the display, with combination light source and reflector means being strategically located behind the modules in disposition to edge illuminate products displayed in respective staggered pockets. The modules are preferably molded of translucent synthetic resin material and configured such that the top walls of each pocket are of greater area than the bottom wall of the pocket there next above, whereby the largest part of the light directed onto the articles in each pocket is received from the translucent top wall thereabove for the most pleasing lighting effect without harsh glare. In another embodiment of the invention, the topmost panel of the fixture includes a translucent panel for supporting freestanding display articles and illuminating the same from below.

United States Patent Jonathan et al. I

ILLUMINATED PRODUCT DISPLAY FIXTURE FOR EDGE LIGHTING DISPLAYED ARTICLES Inventors: Isaac Jonathan, Kansas City, Mo.; John W. Madden, Overland Park, Kans.

Hallmark Cards, Incorporated, Kansas City, Mo.

Filed: May 10, 1974 Appl, No.: 468,642

Related U.S. Application Data Continuation-impart of Ser. No. 361,142, May 17, 1973, Pat. No. 3,821,538.

Assignee:

References Cited UNITED STATES PATENTS 1/1930 Griffith 240/2 AD 4/1932 Burkhart..... 240/6 2/1950 Anders 240/2 AD 4/1959 Fitzgerald 240/2 AD [451 May 27, 1975 Primary Examiner-Richard L. Moses Attorney, Agent, or FirmSchmidt, Johnson, Hovey & Williams {57] ABSTRACT An illuminated product display fixture having a plurality of upright, preformed, removable and interchangeable modules of translucent, synthetic resin material each presenting upright, transversely extending, inclined, vertically staggered rows of article-receiving pockets serving to enhance the edge lighting effects of the display, with combination light source and reflector means being strategically located behind the modules in disposition to edge illuminate products displayed in respective staggered pockets. The modules are preferably molded of translucent synthetic resin material and configured such that the top walls of each pocket are of greater area than the bottom wall of the pocket there next above, whereby the largest part of the light directed onto the articles in each pocket is received from the translucent top wall thereabove for the most pleasing lighting effect without harsh glare. In another embodiment of the invention, the topmost panel of the fixture includes a translucent panel for supporting freestanding display articles and illuminating the same from below. a

PATENTED MAY 2 7 I975 SHEET ILLUMINATED PRODUCT DISPLAY FIXTURE FOR EDGE LIGHTING DISPLAYED ARTICLES CROSS REFERENCE This is a continuatiomin-part of identically titled ap plication Ser. No. 36l,l42, filed May l7, 1973, now U.S. Pat. No. 3,821,538. The common subject matter of the patent application is expressly incorporated by reference herein.

BACKGROUND This invention relates to an illuminated product display fixture for retail outlets which is especially useful in displaying items such as greeting cards, party goods and other flat materials which are usually stacked for customer selection and successive romoval, but which is also uniquely usable for displaying three-dimensional artistic products and decorative accessories which benefit from indirect illumination thereon for customer appeal. More particularly, the invention is concerned with a display fixture which is adapted to evenly illuminate the articles to be displayed by indirect edge lighting" by provision of removable, translucent, synthetic resin article-receiving modules having transverse rows of vertically staggered pockets in rearwardly tilted disposition in order to direct light from a source thereof through the walls of the module pockets and thus desirably accent the sale articles therein.

Exemplary greeting card display fixtures of the prior art conventionally have employed a plurality of horizontal, vertically spaced and rearwardly staggered panels for the reception of the articles to be displayed. Upstanding glass keepers at the forward edge of each horizontal stretch were normally utilized to give a series of elongated compartments of rectangular cross section which extended substantially the entire width of the display rack. An overhead lighting fixture was usually disposed above the rack to directly illuminate the articles displayed therebelow.

These display racks of the prior art were deficient several important respects. Specifically, because of their fixed construction and unchangeable dimensions, it was very difficult to display odd-shaped greeting cards, various sized cards, or other merchandise. For example, it is common in the greeting card industry to feature seasonal cards of varying shapes, such as eggshaped cards at Easter time. As can be appreciated, with the normal display fixtures, it is very difficult to position such cards for effective retail merchandising because they oftentimes become tipped or otherwise distorted in the rack, thereby reducing the effectiveness of the promotion. A related problem has occured when it is attempted to display various gift items in conjunction with the greeting cards. These impulse items as they are known in the trade are desirably displayed alongside the greeting cards to enhance their salability. However, because of their different shapes and dimensions, it has heretofore been impossible to effectively display them in the same rack or fixture with the greeting cards.

Another serious drawback of the constructions of the prior art involve the illumination system normally utilized. Direct overhead lighting has conventionally been provided by means of either incandescent or fluorescent lighting sources positionedabove the rack. Such a direct lighting system normally produces a harsh, un-

specific lighting effect on the cards below. This is to be contrasted with the more desirable illumination of the type referred to herein as edge lighting which pertains to soft, indirect lighting from the sides and top of the articles. As can be appreciated, edge lighting has been impossible to achieve with the construction of the prior art, and therefore the utility thereof is limited.

Hence, there is a need in the art for an illuminated product display fixture which can be modified at will to change the promotional format thereof and to accomodate odd sized greeting card or other items, and is capable of individually edge lighting displayed articles in a soft, unobtrusive manner in order to enhance the salability thereof.

SUMMARY Accordingly, it has been found that such a display fixture can be provided which is relatively inexpensive to produce and serves to individually illuminate greeting cards or other items displayed therein. The fixture broadly comprises receptacle means such as an integral multi-pocketed translucent synthetic resin module having vertically staggered, rearwardly tilted pockets thereof extending inwardly from its forward edge and defined by integral side, top and bottom walls, with illumination means therebehind for directing light through the translucent pocket walls.

In preferred embodiments, an upright supporting structure carries removably nestable modules of the type described in a rearwardly tilted article displaying disposition, and each of the modules is provided with a series of vertically aligned, transversely extending rows of rearwardly tilted article-receiving pockets. In order to most effectively edgeilluminate displayed articles, top and bottom walls of each of the pockets are angularly disposed in a downward direction with respect to the forward edge of the module, and the respective bottom walls of the pockets in each row thereof are generally of greater acute angularity with respect to the vertical and of lesser surface area than the corresponding top walls of the pockets immediately therebelow. Hence, the top walls of the pockets of each transverse row extend inwardly beyond the bottom walls of the pockets of the adjacent row directly above, thereby facilitating the desired passage of light through the translucent top walls with the resultant edge lighting effect.

The supporting structure also carries an illumination system for the modules, which includes a light source positioned in a spaced relationship behind the modules which is capable of evenly illuminating the latter. in this connection, it is especially preferred to employ vertically spaced, elongated fluorescent lighting sources in order to illuminate the forwardly positioned adjacent, side-by-side modules which substantially span the lateral width of the supporting frame.

A reflector is also secured within the supporting structure behind the light source to enhance the illuminating power of the latter. in preferred forms, the reflector is composed of a continuous sheet of bendable sheet metal, with the reflective surface thereof being coated with white paint. I

ln order to produce the most desirable edge lighting effects, the reflector and light sources are configured and positioned relative to the forwardly spaced article receiving modules in order to cooperatively direct a substantial part of the light emanating from the sources through the translucent top walls of the pockets thereof to edge illuminate the articles positioned therein.

The fixtures hereof can also advantageously include a generally planar top wall having a translucent panel insert therein. The panel insert is adapted to support freestanding articles thereon which are illuminated from below by the lighting element within the fixture.

DRAWINGS FIG. 1 is a perspective view of an illuminated product display fixture in accordance with the present invention, showing a plurality of translucent, synthetic resin article receiving modules ready for the reception of ar ticles to be displayed;

FIG. 2 is a fragmentary, front elevational view of the display fixture of FIG. 1, with one module thereof being removed and the adjacent module partially cut away to more clearly illustrate the support structure therefor;

FIG. 3 is a fragmentary side view in vertical section taken along sight line 33 of FIG, 2;

FIG. 4 is a fragmentary perspective view of the fixture of FIGS. 1-3, depicting the top wall thereof which includes a translucent, article-supporting illumination panel therein;

FIG. 5 is an enlarged, fragmentary sectional view taken along sight line 5-5 of FIG. 2, illustrating the preferred pocket configuration for maximizing the edge lighting effects on articles received therewithin;

FIG. 6 is a fragmentary rear elevational view of a removable, multi-pocketed article receiving module in accordance with the invention;

FIG. 7 is a fragmentary sectional view taken along sight line 77 of FIG. 2, showing the rearwardly extending lip of a pair of adjacent modules cooperatively nested within complementary holding structure on the midpost of the frame;

FIG. 8 is a fragmentary sectional view taken along sight line 88 of FIG. 2, showing the rearwardly extending lip of a module removably nested within com plementary flange structure provided in the sidewall of the frame; and

FIG. 9 is a vertical sectional view showing a smaller display fixture adapted to be used as a portable, countertop display.

DETAILED DESCRIPTION An illuminated product display fixture for individually edge lighting articles positioned therein is shown perspectively in FIG. 1 and is generally referred to by numeral 10. It comprises a frame assembly 12 for sup porting the display section of fixture including a pair of forwardly opening bottom drawers 18 which in the conventional manner are adapted to hold additional articles to be displayed in the fixture above. Assembly 12 supports two vertically stacked and interconnected housings 21 and 23 above drawers 18. Lower housing 21 is defined by spaced tapered sidewalls l6, removable back wall 19, a bottom wall and top wall 25, while upper housing 23 comprises spaced sidewalls 27, back wall 29 and top wall 31.

A pair of translucent, removably nestable, preferably synthetic resin tray-like vacuum formed product display modules designated by the numeral are shown positioned within each housing 2] and 23 between the respective sidewalls thereof. Each module 20 is positioned in a rearwardly tilted, article receiving disposition and in side-byside, abutting relationship with another module to span the distance between the respective sidewalls. Modules 20 are generally rectangular in shape and are provided with a plurality of integral, inwardly extending, rearwardly tilted pockets 22, each of the latter having an integral top wall 24, bottom wall 26, sidewalls 28 and a generally planar back wall 30. The pockets 22 are arranged in symetrical transverse rows and each is circumscribed by a forward peripheral edge 32.

The generally planar back walls 30 of the respective pockets can also be provided with a transverse, forwardly extending ledge 34 to facilitate removal of the greeting card or other merchandise from the pocket structure. In order to emphasize the manufacturer's trade name or other promotional information, generally planar illumination panels 36 are desirably provided in the upper modules of the rack in an eye-level position, normally occupied by a pair of transversely adjacent pockets 22. In the embodiment shown, the panels 36 are simply translucent, integral segments positioned over a portion of the module structure and forming a forward face thereof.

In order to further enhance the usefulness of the fixture, a transverse, compartmentalized envelope rack 38 can advantageously be positioned along the lower edge of the rack below the lowermost pair of modules in housing 21. This allows envelopes associated with the greeting cards displayed above to be proximal thereto but without detracting from the display characteristics of the fixture 10. In the constructions of the prior art, envelopes have conventionally been placed behind the cards displayed. This inevitably lessens the effects of the display because the envelopes often became disarranged or placed in front of the cards themselves, thus requiring frequent reorganization by the retail merchant.

A generally vertical upper reflector 42 is secured within housing 23 between the sidewalls thereof. For this purpose, a lower angularly depending connection portion 46 of reflector 42 is welded to an integral, upstanding, transversely extending flange 48 in order to stabilize the reflector. The reflecting surface 50 of reflector 42 is preferably coated with white paint or the like in order to more effectively reflect light impinging thereon through the forwardly positioned modules.

The lower portion of the fixture 10 defined by housing 21 includes an inclined reflector 54 operatively installed within the housing forwardly of back wall 19 thereof. Reflector 54 has a pair of integral, inclined, transversely extending stretches 58 and 60 that serve as a support for a generally planar, inclined reflector wall angularly depending from the lowermost edge of stretch 60. Reflector S4 is secured by connection of knee portion 62 thereof to complementary upstanding, channel-like connector structure 64 provided for this purpose.

In preferred embodiments, each of the respective reflectors 42 and 54 are fabricated from elongated, integral sections of bendable sheet metal. The forwardly facing reflective surfaces of these metal sections are coated with white gloss paint as by spraying either before or after mounting thereof in position within the respective housings.

A pair of vertically spaced fluorescent lighting elements 68 are positioned within each enclosed area defined by housings 21 and 23 and the forwardly spaced modules 20 associated therewith. In preferred forms,

the respective lighting sources 68 are elongated, fluorescent tubes which extend substantially the entire width of display rack to thus simultaneously illuminate both of the abutting, side-by-side modules positioned forwardly therefrom. In this connection, it should be noted that space 70 between back wall 19 and the inclined portion of lower reflector 54 serves as a convenient area for the placing of the requisite electrical ballast and starter structure for the fluroscent lighting elements.

Referring now to FIGS. 5 and 6, it can be seen that the vertically aligned pockets are constructed so that they tilt downwardly with respect to the vertical in order to assure retention of articles in the pockets and to facilitate loading and unloading thereof with merchandise for sale. In this regard, each of the respective top walls 24 and bottom walls 26 thereof are downwardly inclined with respect to the vertical, with the bottom walls being of greater relative acute angularity with respect to the vertical. Additionally, the top wall 24 of each pocket is of greater inwardly extending dimension and surface area than the proximal bottom wall of the pocket thereabove. Thus, since the transverse rows of pockets 22 are in closely spaced vertical alignment as shown in FIG. 6, a portion of the top wall of each of the pockets extend inwardly into fixture 10 a greater distance than the bottom wall directly above in order to expose a portion of the translucent top wall to the light emanating from fluorescent sources 68. A similar result is obtained with the lowermost pair of transverse pocket rows in the lower modules 20 by provision of inclined stretches 70 (FIG. 3) forming the lowermost segment of the back walls of the pockets.

In order to produce the desired edge illumination effect outlined above, it is preferable to position the light sources 68 and the adjacent reflector 42 or 54 in disposition to direct a substantial portion of light emanating from the sources through the translucent top walls of the pockets. In this connection it is desirable to place the elongated horizontal elements 68 in vertically spaced relationship adjacent the acute angular space between adjacent vertically aligned rows of pockets.

Referring now to FIG. 4, there is shown perspectively a particularly preferred embodiment wherein the top wall of fixture 10 includes a transversely extending translucent panel 69. By provision of panel 69 it is possible to advantageously display and illuminate freestanding sale articles such as paperweights or the like simply py placing the same on the panel. The fluorescent lighting sources 68 therebelow will thus illuminate the display articles from below to accent the articles and increase their salability.

As outlined above, each of the modules 20 is removably nested within the overall frame structure of the fixture 10 in order to allow flexibility in the overall design and use of the fixture. For this purpose each module is provided with an integral, rearwardly extending circumscribing lip 84 which is adapted to complementally interfit with mating connection structure provided about the periphery of housings 21 and 23. As depicted in FIGS. 2 and 7 a vertically oriented, metallic middle post or brace 86 is attached to the respective housings and includes a generally Y-shaped bracket 88 on the forward edge thereof adapted to receive a pair of lips 84 from the abutting, side-by-side modules 20. Additionally, the remaining forward edges of the respective housings 21 and 23 are provided with welded flange structure (See FIGS. 3 and 8) which is likewise adapted to receive the rearwardly extending lip 84 of the modules 20. In this manner, the separate modules 20 are removably nested within housings 21 and 23, and can be changed at will.

During use of article receiving modules 20 it is sometimes desirable to have pockets 22 of varying depths and dimensions in order to increase the flexibility of the fixture 10. As shown in FIG. 4, this can be done within a single module to allow the reception of greeting cards or other articles of differing dimensions therewithin. Such modifications can most easily be accomplished by integrally molding the modules in a vacuum forming operation, and therefore this procedure for fabricating the modules 20 is preferred. Further, it may also be advantageous to provide a planar portion 36 therein (see FIGS. 1 and 2) for trade name advertising or other promotional information. This can be accomplished by providing a flat segment of the synthetic resin material across the face of an area of the module normally occupied by a number of pockets. In most situations it has been found desirable to allow such areas to remain translucent so that light from the fluorescent sources 68 can be directed therethrough. This yields the desirable illuminated emphasis upon the manufacturer's trade name or the like.

As depicted in FIG. 1, the standard fixture 10 is preferably of a height causing the upper portion thereof to be at normal eye level, as is conventional in a display unit of this type. However, the principles of the present invention can also be incorporated into a portable counter-top display as depicted in FIG. 9. In this instance a box-like open frame 12a is provided having a translucent panel 69a in the top wall thereof and a removable, multi-pocketed synthetic resin module 200 positioned therein in article displaying and illuminating disposition. The respective pockets 22a of module 200 are configured and arranged identically with those of the modules and accordingly a detailed discussion thereof is omitted. Fixture 10a is completed by provision of an internal, integral reflector 42a covered with white paint, and a fluorescent lighting element 680 is positioned forwardly thereof for illuminating articles displayed within the pockets 220. As such, this fixture is particularly adapted for use in smaller stores where space is at a premium.

The desired flexibility of the fixtures disclosed herein is further enhanced by virtue of the ease in which modules having varying pocket shapes can be substituted for those shown in the drawings. Thus, by virtue of the fact that each of the inwardly extending pockets 22 can have varying sizes. shapes and depths, different articles or cards can be displayed simultaneously within the same module or rack. For example, the egg-shaped cards discussed previously can be displayed by providing modules with corresponding oval-shaped pockets. In this way, odd-shaped cards can be attractively displayed without any of the problems associated with the fixtures of the prior art.

It is also possible to display so-called impulse items" in conjunction with greeting cards. This can be accomplished merely by providing modules with appropriate pockets or niches for the reception of such articles. Further, the only requirement for changing the articles within the display is to employ different modules with appropriate pocket configurations. Thus, while the peripheral dimensions of the modules are constant in order to interfit the same within the overall fixture, an almost limitless number of pocket dimensions and shapes are possible. This characteristic is especially valuable for display of seasonal promotions in the greeting card industry, where it is sometimes desirable to replace only a portion of the cards in the overall rack. By use of the fixtures disclosed herein, a number of cards can be kept on a more or less permanent basis for general occasions such as birthdays or anniversaries, while another portion of the rack can be utilized for the changing needs of seasonal merchandising. Moreover, this can be accomplished without losing any of the artistic merits of the display and with little cost to the retail merchant, since there is no need for completely changing the array of cards. The only costs are those involved in providing a new module, which can be produced and sold or furnished at relatively little additional expense.

More importantly, the present invention overcomes the problems encountered in the use of harsh, direct lighting found in conventional display fixtures, and is moreover capable of precisely edge illuminating the displayed articles without an overpowering peripheral glow lighting effect. In this connection it should be noted that in order to avoid areas of differential illumination along the forward faces of modules 20, it is desirable to provide an illumination system free of hot spots" often associated with normal incandescent bulbs. For this reason, it is preferred that elongated, fluorescent lighting elements discussed above be employed in conjunction with white painted reflectors therebehind. However, it may be possible in certain instances to utilize a plurality of incandescent bulbs behind the modules, especially if they are properly covered by reflective material over the outermost part of their surface.

Having thus described the invention, what is new and desired to be secured by Letters Patent is:

1. An illuminated product display fixture for displaying articles, comprising:

receptacle means having walls presenting at least a pair of inwardly extending, superposed, upper and lower pockets for the reception of articles to be displayed, the bottom wall of said upper pocket being of lesser surface area than that of the adjacent top wall of said lower pocket therebeneath, said top wall being translucent to pennit passage of light therethrough;

a light source positioned in spaced relationship behind said receptacle means;

a reflector positioned in spaced relationship behind said light source, the reflector and light source being configured and positioned relative to said receptacle means to cooperatively direct light emanating from said source through said translucent top wall; and

structure for supporting said reflector, light source and receptacle means in article displaying and illuminating disposition.

2. The display fixture of claim 1, wherein said receptacle means is provided with a series of vertically aligned, transversely extending rows of inwardly extending article-receiving pockets having integral, inwardly extending top, bottom and sidewalls and generally planar backwalls, the bottom walls in each of said pockets of each row being of lesser surface area than the adjacent top walls of the pockets in the row therebeneath, each of said top walls being translucent.

3. The display fixture of claim 2, wherein said receptacle means is composed of translucent synthetic resin material.

4. The display fixture of claim 2, wherein the top and bottom walls of each of said pockets are downwardly inclined with respect to the vertical, the bottom walls of each of said pockets being of lesser surface area and inclined with respect to the vertical at a greater acute angle than that of said top walls.

5. The display fixture of claim 1, wherein said fixture includes a translucent, generally horizontal top wall adapted to support display articles thereon, said translucent top wall being configured and arranged to permit passage of light therethrough from said light source.

6. The display fixture of claim I, wherein said receptacle means is removably nested within said support structure.

7. The display fixture of claim 1, wherein vertically aligned pairs of receptacle means are positioned within said support structure in spanning relationship thereto in an abutting side-by-side manner.

8. The display fixture of claim 7, wherein the light source for each of said pairs of receptacle means includes a pair of horizontally extending, vertically spaced fluorescent lighting elements.

9. The display fixture of claim 1, wherein said reflector is composed of continuous bendable sheet metal, the reflective surface thereof being coated with a light reflective composition. 

1. An illuminated product display fixture for displaying articles, comprising: receptacle means having walls presenting at least a pair of inwardly extending, superposed, upper and lower pockets for the reception of articles to be displayed, the bottom wall of said upper pocket being of lesser surface area than that of the adjacent top wall of said lower pocket therebeneath, said top wall being translucent to permit passage of light therethrough; a light source positioned in spaced relationship behind said receptacle means; a reflector positioned in spaced relationship behind said light source, the reflector and light source being configured and positioned relative to said receptacle means to cooperatively direct light emanating from said source through said translucent top wall; and structure for supporting said reflector, light source and receptacle means in article displaying and illuminating disposition.
 2. The display fixture of claim 1, wherein said receptacle means is provided with a series of vertically aligned, transversely extending rows of inwardly extending article-receiving pockets having integral, inwardly extending top, bottom and sidewalls and generally planar backwalls, the bottom walls in each of said pockets of each row being of lesser surface area than the adjacent top walls of the pockets in the row therebeneath, each of said top walls being translucent.
 3. The display fixture of claim 2, wherein said receptacle means is composed of translucent synthetic resin material.
 4. The display fixture of claim 2, wherein the top and bottom walls of each of said pockets are downwardly inclined with respect to the vertical, the bottom walls of each of said pockets being of lesser surface area and inclined with respect to the vertical at a greater acute angle than that of said top walls.
 5. The display fixture of claim 1, wherein said fixture includes a translucent, generally horizontal top wall adapted to support display articles thereon, said translucent top wall being configured and arranged to permit passage of light therethrough from said light source.
 6. The display fixture of claim 1, wherein said receptacle means is removably nested within said support structure.
 7. The display fixture of claim 1, wherein vertically aligned pairs of receptacle means are positioned within said support structure in spanning relationship thereto in an abutting side-by-side manner.
 8. The display fixture of claim 7, wherein the light source for each of said pairs of receptacle means includes a pair of horizontally extending, vertically spaced fluorescent lighting elements.
 9. The display fixture of claim 1, wherein said reflector is composed of continuous bendable sheet metal, the reflective surface thereof being coated with a light reflective composition. 